This article from the NZ Herald website discusses
the issues surrounding a Tui advertisement similar to the one mentioned in
example 5. DB Breweries who released the commercial had to defend themselves against
an Auckland Feminist Group. The group wanted the company to retract the advertisement
because they believed it was degrading to women, to which the company refused.
Spokeswoman for the Auckland Feminist Group believes that the advertisement allows
society to discriminate against one another. She says, “The other problem with
this ad is it is saying sexism is OK as long as it is funny. We’re saying
sexist humour, racist humour, homophobic humour – none of it is OK and all of
it is harmful.” These sorts of advertisements are having an effect on society
by saying that degrading women is fine as long as it is in jest. They put men
in a higher position when compared with women and give them more authority and
rights.
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